NPD: Android Smartphone OS Leads The Way


Port Washington, N.Y. - Android is the preferred operating system among current smartphone owners, and those who intend to buy a new smartphone in the next six months.

According to Connected Intelligence, a service from The NPD Group that analyzes the confluence of connected devices, access and content, Android not only generates more interest than any other OS (63 percent), but it is also the platform consumers were "most interested in" (36 percent).

"The Android juggernaut continues, and that's not great news for some of their OS competitors," said Linda Barrabee, research director for Connected Intelligence. "For example, one-third of BlackBerry smartphone owners are most interested in Android for their next smartphone purchase. That said, Android is also experiencing continued competition from Apple's popular iPhone, as well as some nascent competition from Windows Phone 7."

According to Connected Intelligence's "Android: Variation and Value-Add" report, Android market momentum is unquestionable -- comprising at least half of all smartphone purchases for the past three quarters; however, Android's continued market dominance is in no way guaranteed. In fact, 44 percent of smartphone owners, and those who intend to buy one, are considering purchasing a Windows Phone 7 device.

Even so, there are a number of hurdles. For example, 45 percent of consumers are still not aware of Windows Phone 7. Furthermore, among the 50 percent of consumers who plan to purchase a smartphone in the next six months, but who are not interested in Windows Phone 7, the most popular reason given also centered on lack of awareness (i.e., 46 percent felt they "don't know enough about it"). The second most offered reason was OS ecosystem lock-in (i.e., 21 percent said they have "too much time or money invested in another smartphone OS").

"Windows Phone 7 has a way to go before consumers really understand what it is," Barrabee said. "But with the right marketing mojo, apps portfolio and feature-rich hardware, Microsoft could certainly improve its standing and chip away at Android's dominant market position."

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